Japan: Cracking Open Japan’s Craft Beer Market

In the last decade, overall beer consumption in Japan has fallen. At the same time, craft beer’s market share has quadrupled to approximately 2 percent of all beer. In 2017, the United States remained the fourth largest supplier of beer by value ($6.8 million) and once again became the highest value beer supplier on a cost per liter basis, due to premium craft beer sales. Recently, U.S. suppliers have had success marketing for special occasions, seasonal events, and to the growing pub scene. Additional opportunities are expected to arise with the Rugby World Cup in 2019 and Tokyo Olympic Games in 2020.

Japan: Cracking Open Japan’s Craft Beer Market